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Worksheet for Summary Name: MARANAN, Seri Mikaela Section: IA204 Date: December 1, 2016
Chatter (2002) predicted the Word of Mouth information usage among retailer decisions through online reviews. Respondents were chosen by students who took up Physics (105) and under graduated marketing. These respondents were not affected by the negative WOM information in their buying preferences. Results showed that consumers prefer familiar firms that seek positive WOM information. Therefore, the harmful effect of negative consumer reviews is relieved by consumers’ familiarity with the retailer.
Schepers (2015) identified the factors that had effect in buying decision. June 2015 data were collected during a time span of seven days. Respondents were identified it a women or men provided with a profile, were able to decide if they would participate or not. Questionnaires were sent via email and online application, examples of this are Facebook, Twitter, and Whatsapp. Results showed reviews in online influenced the consumers’ buying decision by word of mouth. Therefore, internet helped consumers to make a decision to buy based on word of mouth provided in online reviews.
Zhao, Yhang, Narayan & Zhao (2013) studied the effect of product purchased online. 1,919 books were purchased by 243 consumers. Consumers learn more from online reviews. Results showed fake products reviews decrease consumers. The impact of positive and more reviews on buyers choice is smaller on online retailing that had fake product.
Riasanow and Goswami (2015) identified online consumer reviews characteristics influenced trust. 16 online consumer reviews are provided to the subjects. These online consumer reviews are intentionally manipulated the order in which the distinguished reviews are carried to the subjects according to the structured of each condition. Results showed negative effect of an increase in the uncommonness of negative statements are meaningful, suggesting a strong signal of negative statements on willingness to purchase. Therefore, uncommonness of negative statements and uncommonness of conflicting information and availability of emotions in online consumer reviews as indicators of the true quality to the investigated product or service.
Park, Yoon, and Lee (2009) recognized how gender and product categories influence the consumer. Consumers visit several pages of online retailer and separate record of those pages. To examine consumer behaviour on the internet, researchers commonly analyse the clickstream data. Therefore, searching for various information includes both product and consumer reviews. Also, it is effective to use an assistant agent more frequently in the online shopping processes. Result showed that females tend to be more comprehensive compared to males. Consumers get more information about the product they tend to purchase by reading customer reviews and using assistant agent.
MARANAN, Seri Mikaela December 1, 2016
IA204 MTh 3:00-4:30 pm Communication Arts II
The emergence of technology enables consumer access online easily and search about a certain product they want to purchase. This issue creates different research. It was found that online reviews had a significant effect on the purchasing decision of a consumer according to Chatter (2002). Consumers get more information about the product they tend to purchase by reading customer reviews and using assistant agent by Park, Yoon, and Lee (2009). Internet helped consumers to make a decision to buy based on word of mouth provided in online reviews Schepers (2015). Riasanow and Goswami (2015) identified online consumer reviews characteristics influenced trust. On the paper of Zhao, Yhang, Narayan & Zhao (2013) The impact of positive and more reviews on buyers choice is smaller on online retailing that had fake product.